Email is one of the services that have undergone a significant transformation over the years that still remain relevant, and although its original function has evolved to include a number of different uses. It is fair to say that the original idea behind email was to help people keep in touch in a simple yet efficient manner.
However, when we speak of email today, its main purpose seems to be – marketing. Even if email is still being used for communication, particularly in the business setting, other apps and tools have largely taken the role of instant communication.
Email and Marketing
It has been stated so many times that email marketing is the cheapest way of advertising that probably just about everyone has taken note of. Here are some stats to illustrate:
- Targeted email campaigns generate more than 75% of the total email revenue.
- Transactional emails generate 6 times more revenue than other message types.
- Transactional emails get 8 times more clicks than other email types.
- Automated email campaigns have 50% conversion rates.
- 77% of marketers use email to send personalized content to subscribers
- 67% of marketers use big data to personalize email campaigns
- 66% of marketers personalize email campaigns
- 64% of marketers use mobile-optimized designs for email campaigns
- Email campaigns are 40x more efficient at acquiring new customers than Facebook and Twitter ads combined
Email in the Age of the Pandemic
The pandemic has shown (like all crises always do) that the existing tools can be used in varied ways to help people get through difficult times. With the exception of online shopping, email has so far seen the most significant boost.
It is being used for confirmations, reminders, fast check-ups on friends and family, etc.
The practice has given a whole new meaning to a number of phrases and establishes a different communication trend. For example, the usual platitude “stay safe” now has a different connotation.
This is a good thing, as many people have actually begun to contemplate their emails before they send them.
Email and Social Media
Social media is extremely popular and has become a source of information for everyone. Even though it’s only to be expected that people will spend more time online when confined to their homes, this is still – bad news.
The purpose of social media isn’t to be legit sources of information. In fact, some of the most popular social platforms find businesses using YouTube templates to stay on-trend, and learning the ins and outs of TikTok.
Email is private, meaning that if you want to share sensitive information, the best way to do it is via email.
However, with the unprecedented surge in new technologies, it is fair to say that using each of them for their exact purpose is the best combination for everyone.
Email Is Accessible to Everyone
Again, the pandemic has shown us the ugly face of humankind. This always happens during difficult times, but not everyone actually remembers difficult times. It greatly depends on where you live.
However, crises are also the time when empathy is best shown (and appreciated).
What has all that to do with email?
As mentioned above, online shopping has witnessed a historic surge, for obvious reasons. Local businesses that focused on home delivery have discovered their future course.
However, it is worthwhile to note that many people who normally do not shop online or aren’t computer-savvy (think of an average grandmother and grandfather) still know how to use email. In fact, during the pandemic, they have discovered how to easily keep in touch with their friends and family.
In short, email is so easy to use that even people not versed in new technologies can easily get accustomed to it.
Is It Justifiable to Focus on Email Marketing in Difficult Times?
Because the online shopping trend has been established, it is only natural to venture a guess that focus on email marketing will increase. Still, is it morally justifiable to use a crisis to boost your sales, and can you still focus on your OKRs and other email marketing goals?
It depends on two factors:
- How you go about advertising your services
- Whether your business can survive otherwise
As for the first, forget about aggressive marketing campaigns. Show empathy and encourage people to trust your brand rather than force them.
As for the second, let’s face it – people are losing their jobs left and right, and businesses are going down at an unprecedented rate. What choices do all of us have to ensure stable income in the future if we don’t adjust to the situation?
The example of local businesses is illustrative in this matter. By focusing on your neighbors, you can expect those neighbors to remain local to you in times to come if you keep professional and build mutual collaborations.
In fact, the new customers’ businesses have acquired during the pandemic will remember who helped them when they needed help. They only need feedback to know the business they trust will remain loyal to them.
What better way to meet these expectations than by delivering special offers and promotions to their inbox? Remember, tailoring your newsletters is also important. So, be sure to decide whether it’s a good time to share sales and examples, or whether a little good cheer could be the answer.
Email: the Past and the Future
What is unique for email services is that they have managed to survive the rapid change of the market, while retaining their original function and adding a couple of unique ones.
This is a praiseworthy feat indeed, seeing how speedy technological advances are.
Ask the people you know to test how credible email is. You’ll learn that the majority of people send emails when they want a quick reply. Meetings are still being scheduled via email, families still keep in touch via email, friends share relevant content via email when they don’t want the rest of the world to see it… Examples are many.
We’d wager that email is here to stay for a long while. The reasons why it is so are quite simple: the service is easy to use for everyone, free, reliable and (relatively) private. Should we go on?
This article was written for Business 2 Community by Angela Ash.
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